Customer Experience Maturity Model

The LYONSCG Maturity Model is designed to help you assess your Customer Experience strategy and discover opportunities for optimization. The assessment covers four areas:

Business Strategy

Customer Journey

Digital Marketing

Technology

Following the quick survey, a LYONSCG Consultant will reach out to walk you through your business results. They will review your Authority Score, highlight your biggest opportunities, and share some advice on how to take advantage of these moving forward to shape your businesses road map.

What product vertical do you most align with?

What kind of merchant are you?

Online OnlyMultichannel RetailerBranded ManufacturerCPG

Our company has a customer data repository

1/5

We keep customer information in multiple places (repositories) and we don't know what to do with itWe capture customer data and customer purchase data in multiple places, and all of this data feeds back to a single customer repository for segmentation and analysisWe capture customer data and customer purchase data that feeds into a single customer repository, and we have the ability to send that information back out to our marketing platforms

Our organizational structure prioritizes the overall customer experience through all business channels

2/5

Our organization is siloed based on business channelOur organization is siloed based on business channel but those silos are bridged with marketing and technologyOur organization is cross-functional throughout marketing, creative and technology and we have inhouse and or external experts executing marketing and merchandising competencies

We have a yearly budgeting process

3/5

Our company currently does not have an annual budgetOur company is on a fiscal and/or yearly budgetOur company is on a fiscal and/or yearly budget that is reforecasted and/or updated seasonally based on business

We have a strong understanding of who our customers are

4/5

We are not sure who our core customers areWe have identified different customers with varying psychographics and demographicsWe market to specific targets and have done research to closely define customer personasWe market to multiple personas which have been defined by interviews and research

Please select the most relevant option below:

We have a strong understanding of our competitors and the competitive landscape

5/5

We are unsure who are our competitors are, and/or do not understand our competitive landscapeOur company is aware of our competitive landscape and we actively monitor our closest competitorsOur company is aware of our competitive landscape and we assess - either internally or through a 3rd party - what our competition is doing from a marketing and channel perspective

We offer standard pricing and promotions across stores and channels

1/8

Standard pricing differs between online and in-store sales channelsStandard pricing is the same online and in-store, but sale/clearance pricing can vary across stores and channelsStandard and Sale/Clearance pricing is the same online and in-store, but offers are channel-specificPricing and offers (e.g. BOGO) are the same online and in-store, but coupon codes are channel-specificPricing and offers are the same across all channels, and promotional offers and coupon codes are redeemable both online and in-storeWe do not have stores

We provide customers with full visibility into both online and in-store inventory

2/8

There is no cross-store or cross-channel insight into product availabilityStore associates and customer service representatives (CSRs) can view in-store and online inventoryCustomers can view product availability at nearby storesCustomers can view product availability at nearby stores and see expected in-stock date for sold out productsWe do not have stores

We fulfill online Ship From Store orders

3/8

Retail stores are not fulfilling online Ship To Home ordersStores are fulfilling online Ship To Home orders, but we have limited control over order routing rulesStores are able to fulfill only the orders and products that cannot be fulfilled by eCommerce channelsOrders are assigned to stores for fulfillment based upon robust business rules across multiple criteria: cost, transit time, capacity, distressed inventory, etc.We do not have stores

Our customers can return online purchases to a retail store

4/8

Customers cannot return an online order to a retail storeCustomers can return online purchases to a retail store, but their refund is not issued until the eCommerce warehouse receives the returned merchandiseCustomers can return online purchases to a retail store, but their refund is for in-store credit onlyCustomers can return online purchases to a retail store for immediate refund to original payment method. Store associates can issue refunds through your eCommerce platformCustomers can return or exchange online purchases at a retail store with the same experience as returning/exchanging in-store purchasesWe do not have stores

Online customers cannot select "In-Store Pickup" during checkoutCustomers can select Store Pickup for any order, and all orders are shipped to store, but we do not offer same-day pickupCustomers who select Store Pickup can have same-day pickup fulfilled from that store's inventoryCustomers who select Store Pickup can have their order fulfilled in 1 hour or lessCustomers can place a single Store Pickup order, pick up some items same-day, and have the rest of their order shipped to store for pickupWe do not have stores

We leverage Endless Aisle / mobile Point-of-Sale solutions

6/8

Store associates can see online products and inventory, but cannot place "save-the-sale" orders on behalf of in-store customersStore associates can "save the sale" and place "Ship to Home" online orders for in-store customersStore associates can "save the sale", by placing "Ship To Home" online orders, or sending an order for pickup at another storeStore associates "save the sale" and can add products to customer's shopping cart for later online checkout by that same in-store customerWe do not have stores

Our customer experience is optimized for mobile users

7/8

We have no mobile experienceOur site is responsive - or we otherwise have a mobile-specific websiteWe apply mobile-first best practices for navigation, copy, and contemporary interaction featuresOur experience includes enhanced mobile-first features for fit guides, express checkout, store locators, etc.Our mobile experience includes a micro-moments strategy to optimize a variety of omni-channel use cases

Please select the most relevant option below:

We segment our loyalty program customers based upon tier of engagement

8/8

We do not have a loyalty programWe segment our loyalty customers based upon dollars spentWe segment our loyalty customers based upon dollars spent and various other points of interaction (e.g. shares on social media, user-generated content, etc.)

We email to defined segments

1/3

We currently blanket blast emails to our entire list
We segment our list based on behavior or performance
We have the ability to segment our list by past purchases and/or website behavior

Our email platform is integrated into multiple systems

2/3

We only are integrated directly with our eCommerce platform (new subscriptions are sent back)
We have integrated our CRM, eCommerce platform, and Email provider
We are integrated with our CRM, eCommerce platform, and Email provider, in addition to some third party behavioral analysis and modeling tools

We have an active paid media program

3/3

We do not currently invest in any paid mediaWe are lightly investing in some programs, but paid media is not a prioritized channel for us
We have an active media program, and it is a key driver of traffic and revenue

Our analytics program is integrated completely with our customer and marketing data

1/3

We do not have a unified view of our customers across marketing channels, devices, or offline/onlineWe have a somewhat integrated view of our customers across the three levels of attribution: marketing, device, and offline behaviorWe have a complete - or mostly complete - view of our customers across the three levels of attribution

Our site is ADA compliant

2/3

We have not had an ADA audit performed
We have had an ADA audit performed, and carried out the identified remediation
We have completed ADA remediation, and we keep abreast of all ADA changes to maintain compliance

We are utilizing the latest version of our eCommerce platform and its associated functionality

3/3

We are not utilizing the latest available features of the platform
We are leveraging the latest key features of the platform that help ensure a good user experience
We are leveraging the latest key features of the platform that improve the user experience and help drive sales and revenue

What are the most critical customer experience challenges your business requires assistance for?

Customer Experience Maturity Model

Thank you for your response.

You have successfully completed the survey. One of our consultants will reach out to review your response and show how you stack up against the rest of the industry. We’ll also share our thoughts on your biggest opportunities and what it might take to capitalize on them.